Annotated Bibliography: Social Media Marketing in Modern Business

This annotated bibliography presents a comprehensive overview of four key research articles related to social media marketing. The first article, by Jones, Borgman, and Ulusoy (2015), investigates the impact of the internet and social media on small businesses, highlighting benefits such as increased awareness and customer relationships. The second article, by Kelly et al. (2015), explores the role of new media in food marketing to children, discussing the impact of marketing on young people. The third article, by Godey et al. (2016), examines how social media marketing efforts influence brand equity and consumer behavior, particularly in the luxury sector. The fourth article, by Whiting and Deshpande (2014), discusses whether social media marketing is a necessity for organizations, highlighting its potential as a valuable tool. Each annotation includes a full reference, a summary of the article's content, a critical evaluation of its strengths and weaknesses, and a statement of its relevance to the broader field of marketing.

Running head: SOCIAL MEDIA MARKETING
Social Media Marketing
Name of the student
Name of the University
Author note

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Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small
businesses. Journal of Small Business and Enterprise Development, 22(4), pp.611-632.
The main aim of the article is to discuss the effect of internet on the small business. The
article talks about the advantages that a small business can get with the help of the social media
sites. The research has made use of the case study methodology and interviews and surveys have
helped in furnishing significant details regarding the role of the internet on the small companies.
The main finding of the article is that the use of the websites can increase the awareness of the
business and it can also enhance the relationship that the business has with the customers. The
research has found that social media can help in reaching the customers on the global scale and it
can help in promoting the local business. The strength of the article lies in the fact that the article
has shown that sustained use of the social media promotion has positive influence on the
business. The weakness of the article resides in the fact that the research has been carried out in
specific region of the USA that limits the generalizations from the findings of the study. The
article can be said to be of value as the article has deduced that using of the social media can help
in increasing the traffic and the revenue that a business earns. The article has successfully
brought out how the small business that are struggling can communicate with the customers at
the international level with the help of internet that can help in opening the new opportunities for
the growth.
Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old
tricks: food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-45.
The primary aim of this paper is to explore emergence of the food marketing by taking
recourse to new forms of the media like the internet. The paper discusses about effect of the

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marketing on the young people and how it aids in the process of development of business. The
article has employed case study method in order to elicit the effect that the marketing has on the
young minds in the present era of technology. The article discusses how use of the media has
provided opportunities to the companies of sharing large volumes of the product information that
has helped them in reaching out to the target market. The redesigning of the advertising that have
taken place with the help of media have helped in encompassing communication, entertainment
and the education. The article has concluded that the new media has helped in offering the
ubiquitous connectivity that has helped them in reaching out to the people. The strength of the
article is in the fact that the article has talked about how the children who have advanced
understanding of the commercial messages can process the advertisements in a more critical
manner that helps in the development of counter argumentation. The limitations of the article
exists owing to the fact that limited amount of the empirical research is available in the present
time that can help in describing the effect of the food marketing to the children. The article has
relevance owing to the fact that it has talked about the recommended approaches that can be
taken by the government that can help in the regulation of the unhealthy food marketing to the
children.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behavior. Journal of business research, 69(12), pp.5833-5841.
The aim of the article is to discuss about how the activities pertaining to the social media
marketing can influence the element of the brand equity creation. The research paper has made
use of the quantitative method that has helped in addressing the gaps existing in the literature of
the social media branding. The article discusses that social media can play a crucial role within

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the luxury sector that can help in ensuring the success of a brand. Social media interaction has
been successful in changing the communication pattern taking place in between the brands and
the customers. Social media can provide the customers with assistance and it acts as a space
where the exchange of the ideas takes place. Social media proves to be useful in the area of
surveillance that helps them in observing and staying updated regarding the social environment.
Social media marketing activities can help in enhancing the brand equity of a customer. They can
be stated to be a part of the promotional mix within the framework of the new communication
paradigm. The strength of the article lies in the fact that it has provided the holistic framework
that has helped in demonstrating how the social media marketing efforts can influence the
perception that the individuals have towards the brands. The limitation of the article is owing to
the fact that the article has talked about the luxury sector and the results many not be of worth for
the other industries.
Whiting, A. and Deshpande, A., 2014. Social Media Marketing: A Myth or a
Necessity. Journal of Applied Business & Economics, 16(5).
The aim of the article is to discuss how social media marketing can act as a valuable tool
for the organizations. It can be said to be imperative in the present age and can take an
organization ahead within the competitive environment. The article has also thrown light on the
issues that can rise on account of social media marketing in the modern age. The article has
brought that in the event of the marketing not being properly planned it can give a bad
impression on the customers. It can turn the customers away from the products or the services
that are being offered by a company. The article has taken recourse to the qualitative method that
has helped in throwing light on the positive aspects that business can derive with the help of the
online platforms. The article can be said to be of great importance as it has emphasized how the

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usage of the social networks by Starbucks have helped in engaging the customers. The strength
of the article exists due to the fact that the article has stated how the informing of the clients can
aid in the growth of a firm in the modern era. The weakness of the article exists on account of the
fact that it does not talk about the effect of the social media marketing on the brand image of a
company. It has not talked about how the marketing campaigns can enhance the reputation of a
brand.